Financial Journal: Legal marketing and new trends.
Over the past year we have been hit by the different crises, whether social or economic, but the health crisis in the hand of the Covit-19 has been the one that has led to changes in our environment, in the way we usually lived and also in how we work, hitting us hard in our daily life and moving us towards a path that we did not so much plan to take in the short term, digital transformation.
The corporate world, is one of those that has been driven by this change, having to make important decisions at the time of getting into the car of transformation, having to adopt and adapt its business model to new needs. The legal world is not exempt from all this movement and has had to quickly approach digitization, seeking new ways to stay on the ground.
As this is a traditional industry and attached to structured customs, it has had to be put in tune with respect to the new trends that are being used in terms of demands in a digital context, we talk about how technology begins to be an ally in its communications, particularly when talking about a marketing strategy that contains what is necessary to ensure the same position that they consider in the traditional and face world.
As for legal marketing and new trends, we can meet with traditional law firms who have started adopting digital marketing strategies, redefining the way they want to be seen and starting to visualize tools that allow them to better manage the data and, therefore, the relationship with their customers. For example, the integration of management tools, such as a Customer Relationship Management, is currently very popular, allowing them to fully analyse the data and behaviour of their customers, which also helps a lot to implement marketing strategies, bringing them closer in a new, more digital, faster and effective way. Today, not only is it enough to appear in connotated rankings, but it is also necessary to have a healthy digital presence of the brand, it is an opening that every legal company must consider doing.
On the other hand, there is also a range in the legal universe that corresponds to the so-called ALSP, Alternative Legal Service Providers or Alternative Legal Services Providers for their English signature. These companies are engaged in the provision of legal services by offering more economic, effective and specialized solutions, such as the outsourcing of processes and automation of others, in this segment there is a strong tendency to take advantage of technology and that is where an important turn is also generated when making marketing, where it is important to have content focused on educating the community.
Considering also the delays left to us by the pandemic and this latent opening focused on empathy, we must touch another relevant point in the use of a digital marketing strategy through its different channels. This strategy must be based on the importance of people, placing them at the centre, so that they can also have the capacity, as a brand, to understand what they need and adapt to that.
Today, different communities and the general public are digitally empowered, and that is where companies must incorporate a deep and sincere sense of urgency and interest in listening to each other, where digital channels will have the capacity to close these communication gaps.
It is important that companies have the capacity to create stories and thus capture our target audiences, but this must go hand in hand with a commitment and responsibility to our environment. As a company dedicated to the development of legal solutions, Alster We have worked hard on a dedicated approach to people, diversity and comfort for each worker in the organization, we have lived the experience, through the digitization and technology of breaking those structured mould that are specific to the industry and that we have been turning it into our marketing plan, offering that transparency to customers. It is a constant learning that is achieved by the hand of a well-established and committed team.
Andrés Jara, CEO of Alster